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Anyone who has any knowledge or experience of SEO (search engine optimisation) will understand the significance of backlinks. The inbound links to a particular web page are crucial in identifying the topic of the linked page and the number and quality of these inbound links can provide a measure of the authority of the linked page.

So how do you establish links to a page and where can you go to get those links? Well the first place that may require some attention is the parent website. Start with the internal link structure. A site’s navigation system must be simple, logical and intuitive to site visitors. The internal links leading to a particular page should ideally used anchor text that clearly matches the topic of the linked page and that topic should be one of the primary keyterms that you want your page to rank for.

Once you have your internal links optimised you’ll want to turn your attention to external links. Having established a logical and user friendly internal link structure you will then need to turn your attention to the external links. You will notice that I talk about specific pages in a site and not just the site index page. Many smaller sites will attempt to have their primary site index page rank well for all of their target keyterms but medium-sized and larger sites will ideally identify specific landing pages for specific topics and keyphrases. This means building links to multiple, deeper pages in the site.

For example, a site selling Beauty Products may stock a variety of brands. The products from these brands may be categorised as for the convenience of online shoppers. It therefore makes sense to establish focussed landing pages for each of the brands in the online store. The categories should include terms that people use when they shop for beauty products such as ‘moisturisers‘, ‘cleansers’ etc.

So exactly where can we go to build links to these deeper inner pages? I always start with directories. While some people shy away from directories there are actually many top quality online directories that allow multiple links leading to deeper pages. There are even some excellent niche directories for certain types of sites. These can be good for both SEO and for attracting traffic.

The next thing I will often do is start communicating with blogs who might provide me with a link or allow me to write a unique post to be provided for free. Many bloggers are only too happy to accept a free blog post if it is well written and they don’t mind if it contains a link or two.

Something else I do at this stage is profile the backlinks to the various competitors that I might have for a particular term. This is a very worthwhile but often time consuming activity. I have identified many useful link resources using this technique.

A crucial aspect of any linkbuilding project that I undertake is to try and ensure that there is content on the site that people will naturally want to link to. This has been enormously successful. Content that I have added to sites that has naturally attracted links has included detailed product history pages, how-to tutorial in both text and video formats, images and badges free to download, simple online calculators and converters, games and competitions.

I hope that these notes give you some food for thought as you embark upon your own linkbuilding campaign. Good luck.

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